em michelle phan, the first makeup line co-created by a community of beauty lovers and beauty expert Michelle Phan, launches today. em michelle phan is a startup-style brand from the L’Oréal Luxe group, available now at www.emcosmetics.com.

Michelle Phan launches makeup brand – em

“em michelle phan was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor. My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” said Michelle Phan.

Michelle Phan is self-taught and was one of the first beauty vloggers to produce story-driven makeup tutorials. She is the #1 beauty guru on YouTube, where she began uploading tutorials in 2007. To-date, she has garnered nearly one billion views and has 4.5 million subscribers.

Michelle Phan EM LOGO

“Beauty lovers are increasingly consuming and sharing information digitally, through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry,” said Carol Hamilton, President of L’Oréal Luxe.

The Life Palette – Michelle Phan launches makeup brand – em

em, a Vietnamese word meaning “you,” is used affectionately to address loved ones including a little sister, girlfriend or elder. It is also literally and figuratively a reflection of “me” – it is a makeup line that reflects the needs of Michelle’s community, their personal beauty stories and life moments. The community has been a part of every piece of the brand, providing input on launch products, shade names and product packaging. Community members also appear in package design, brand photography and on the em michelle phan website.

At launch, em michelle phan will be sold exclusively online to US customers at www.emcosmetics.com.Created to offer a social e-commerce experience, the site will allow beauty lovers to interact with friends and other consumers, provide feedback on creating looks and the products and share on their own social media channels. The makeup brand’s site is designed to enhance the digital shopping experience, and standout features include:

Tutorials for every product and makeup look

“People Like Me:” A feature allowing visitors to identify other em michelle phan users who look like them (i.e. similar skin, hair and eye color, etc.) and shop the same products

“Custom” Video Player Experience: A video player that showcases the products used to create each of the em michelle phan custom looks, so users can shop directly from the player while learning how to create beauty stories with the line’s products

Uploaded Looks: Users will have the ability to upload looks and tutorials created with the em michelle phan cosmetics line to their profiles. They will also have the ability to view other users’ uploaded looks to learn more about the products and get inspired

The Life Palette – Refillable eyeshadow, cheek and lip palette with 36 shades each, themed around specific life moments and beauty stories including Love Life, Day Life, Beach Life, Career Life, Party Life and Night Life; priced at $75

Shade Play

Artistic Cheek Color Palette available in 10 palettes; priced at $28

Lip Color Mixing Palette available in 6 palettes; priced at $28

Artistic Eye Color Palette available in 15 palettes; priced at $38

The Great Cover Up – The ultimate creamy concealer in 8 shades; priced at $19